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beauty-personas
Blog Guide

The Faces of Beauty: Eight Core Consumer Segments in the Beauty Industry.

With retail shelves brimming with products promising plumper lips, fewer wrinkles, and flawless skin, the global health, beauty, and wellness market is on track to reach an estimated seven trillion dollars. And beauty consumers are not holding back. Consumers worldwide are scouring retail and digital shelves to find legacy brands and start-ups. Everything has changed, […]

qual-research
Blog

An Exploration of Sampling Methods in Qualitative Research.

Unlike its quantitative counterpart, qualitative research is not a mere collection of numbers. It is a deep dive into the uncharted waters of human behaviour, experiences, and perceptions. It peels back the layers, seeking to understand the ‘why’ and ‘how’ behind actions and beliefs.  However, its richness is not automatically derived from merely interviewing a […]

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Rupert-Sinclair
Blog

People in Research — Rupert Sinclair.

From his early days at the BBC to high-profile work with the UK Government at the National Centre for Social Research and eventually thriving in commercial research at YouGov, Rupert’s journey is both diverse and enlightening. With a decade under his belt at Kadence, he has become an instrumental figure in the company’s efforts to […]